The Good Trooupe is an eyewear brand that wants to highlight ocular health beyond their fans and customers. At Morillas, we had the chance to participate in a holistic project that included developing brand strategy and visual identity, naming, verbal branding and art direction- As part of the brand’s deployment, we were also in charge of its launching campaign. Creating a global brand in such a competitive industry is a bold move, but it is even more challenging in a world where it is impossible not to look in the eye many ocular health issues. We helped The Good Trooupe point to the particular causes they wanted to tackle and link them to their essence as a brand. Many of them are easily solvable health, inclusion and educational issues where even a small investment can make huge differences. With a strong brand purpose and narrative, the key was not to lose any of the fashion appeal and not hiding the brand’s social outreach. As such, we started showing the two souls of the brand in their very name, crafted by us. The idea was to create a sense of a community, a troupe explicitly devoted to good deeds. The twists lies in the ortotypographic adjustments we made. The Good Trooupe is a name with two pairs of oes to showcase a typographic hint to the iconic representation of glasses but to show also how one trendy action (purchasing glasses) can be connected with a caring one (for example, helping a child continue his studies through optical inclusion). This two circles device, named Goody, allowed us to create a graphic language that permeates the whole identity becoming adaptable to every media outlet, physical or digital, static or in motion. It has also become a gadget to activate the brand digitally after each sale: each pair of glasses includes a Trooupie to make tangible the ocular health benefits achieved for somebody else. Contemporary typography and colours create the frame for a rich and dynamic photographic art direction that can portray models in an eye-catching way and can show the purpose-side of the brand in an empowering and bright mood. Because our biggest goal when building The Good Trooupe was that choice had to come from conscious fashion-driven decision and not from a pity charitable act.